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ABU DHABI: e& on Thursday announced a multi-year strategic partnership with Abu Dhabi Motorsports Management as the founding partner of the Etihad Airways Formula 1 Grand Prix Abu Dhabi, the biggest sporting event in the Middle East.

As founding partner, e& will work closely with Abu Dhabi Motorsports Management and Formula 1 to drive consumer engagement with digital experiences.

“These are exciting times for us and we are delighted to partner with the Etihad Airways Formula 1 Grand Prix of Abu Dhabi, the season finale and world-renowned motorsport event that brings the best of sport and entertainment industry in the UAE,” said Hatem, CEO of e& Group. said Dowidar.

“Our multi-year strategic partnership with such a premium global brand provides us with multiple opportunities to not only build new relationships and enhance the customer experience, but also to cement our brand’s positioning as a global technology and software conglomerate. investment that digitally empowers societies,” he said.

“Today, the country is a global sports destination; given the world-class facilities and diverse landscape, the UAE and the emirate of Abu Dhabi will feature more prominently on the global sporting calendar.

“We are proud to be part of this global show alongside other well-known global brands, a next-generation technology-driven sport appealing to a wide and ever-growing audience that resonates with e&’s values ​​and ambitions. to transform into a technology and investment conglomerate.

“The event will allow us to explore possibilities that will elevate the visitor experience in the most innovative way at the Formula 1 Etihad Airways Abu Dhabi Grand Prix.”

Saif Al-Noaimi, CEO of Abu Dhabi Motorsports Management, said: “We are proud and honored to announce that e& is a founding partner of the Formula 1 Etihad Airways Grand Prix of Abu Dhabi. Having the eyes of the world on Abu Dhabi during race week provides e& a great platform for the brand to tell the story of its global transformation as it grows and evolves.

“The 14th edition of the Abu Dhabi Grand Prix promises to be a fantastic event. With exceptional demand following last year’s record-breaking race weekend, we look forward to welcoming thousands of global F1 fans to Yas Island and Abu Dhabi.

“We will once again create lasting memories for visitors from around the world in front of our biggest ever crowd. We look forward to joining us on this journey.

This year’s race weekend will take place November 17-20 at the Yas Marina Circuit.

The 2022 F1 season finale will wrap up a four-day event packed with entertainment and racing action.

Kendrick Lamar and Swedish House Mafia are the first international superstars to be announced for Yasalam’s post-race concerts, with two other top global artists to be announced in the coming weeks.

The on-track program will once again include Formula 2 and Formula 4 UAE. This year’s event will also feature a special edition of historic F1 cars on track, giving spectators a glimpse into past eras of Formula 1, with additional on-track experiences available throughout the weekend.